Lisa Hendrickson is the Executive Vice President of Hendrickson Custom Cabinetry, a high-end custom cabinet manufacturing plant located in The Bronx, NY. Here we talk about their decision to focus on quality rather than competing on price, how they market the business that is different than most of their competitors, and how they distinguished themselves from the beginning of the business. You'll also learn the things she decided to spend most of the marketing budget on in the beginning.
